be your biggby best
TRANSCRIPT
Be Your
BiggbyBest!!
A Digital Media Strategy
What Is Going On?
When you search “Coffee” on Google, biggby.com does not come up first, second, or third. It falls under its competition Starbucks, Grand River Coffee and Make-at-Home Coffee.
How Do We Do This?W
ho
are
we
focu
sin
g o
n?
Identify the Target Audience.
Beg
in t
he
Pla
n
Use Social Media, Mobile Strategy and Internet to attract the Audience.
Trac
k th
e R
esu
lts
Evaluate the Budget and the Search Engine Optimization results.
Identifying The Target
The Target Audience is about 16-21. They are a group
eager to grow up and giving them a beverage that seems
adult-like while still being sweet will entice them to look into your company.
But how do you use that information?
What Do They Do?
Most internet users are within the Target
Audience. They often use the Top 10 Websites
of 2011
With this information, you know where to
target your ad campaigns in just a
few steps!
Step 1: Social Media• There is no mention of the main Biggby
Blogger “Felicity” on the main website. Under its Be Connected section is only a promotional calendar. The Blog should be under that section.
• The blog cannot be placed under the coupon in the e-mails. The blog will not be read because most will stop after the coupon.
• The Blog needs to be more visually interesting, because people don’t want to read an article, they want to read something fun!
Twitter and Pinterest
Twitter now has 140 million users Pinterest has become the third
most popular site behind twitter
and facebook
The average
Twitter user has
126 followers.
Pinterest is projected to
account for 40% of
social media driven
purchases by Q2 2012
All Information from The Social Skinny
12% of consumers
have purchased a product
online because of info they found on Twitter
Buyers referred from Pinterest are
10% more likely to buy something
and spend an average of
10% more than visitors from other social networks
With all of these prospects, Biggbyneeds to play a role in both sites!
Facebook is without a doubt the most popular site on the internet. With it comes a ton of options for you to advertise with them.
1. Add a twitterfeed account to inform followers on blog updates.
2. Continue the Community Photo Contest to generate public interest.
3. Create a visually interesting Facebook ad. Use Cost-Per-Click to generate interest from the public.
4. Include ads on Facebook games, as Zynga makes up 12% of Facebooksannual income and games require ads to be seen by users.
Step 2: Mobile Strategy
Foursquare, being part game, part social networking, can be very addicting for
this age group. To add some excitement, some companies have given incentives for the “mayor” (he or she who “checks in” at that location the most frequently). This is something Biggby should offer to increase sales and excitement at their
locations.
Facebook allows for Ads for their games and makes their players watch them. Putting an ad in a game guarantees
that your ad will be seen.
Step 3: Internet Marketing
Google AdWords is based on Cost-Per-Click (CPC) marketing. But they will put your ad at the top or the side of the page. When someone searches “coffee” it would be a great idea to put Biggby in a CPC environment so that they would be ahead of their competition as 80% of all internet users see Google Ads.
Facebook also uses CPC for their ads but they allow for their consumers to target their audience by location, age, gender,
“likes”, and activities.
Step 4: The Big Idea
To fully reach the target audience, you need another large promotion, similar to the Biggby Birthday Celebration. The Biggby Birthday Celebration is the most successful day of the year. Adding another day like this with generated excitement over all forms of the internet (blog, facebook, foursquare, twitter, main website) with extra incentives to follow (like giving away coupons on the cup and offering the “mayor” of foursquare discount) will draw the crowds, build loyalty and increase internet traffic naturally.
Budget
Facebook and Google AdWords will give you a daily budget between $50 US Dollars and $5000 per day. With this campaign I feel it is better to spend more on theFacebookads (where more of your target audience will be located). At first, start with spending $300 per day as a trial run for about a month. Use Facebookinsights because they’re free and see your reach of your audience and keep an eye on your followers.
They should also set aside a Foursquare fund for the “Mayor” of each store.
Conclusion
If all 4 steps are implemented your SEO ranking should improve over your competition and
your “likes” on facebook will improve as well as your twitter and Pinterest followers.
You will truly be your Biggby Best.